By Nicki Bourlioufas
An international wine brand ranking from UK consultancy group Brand Finance is led by Moët & Chandon, with a brand value of US$1.4 billion, with Chinese brand Changyu closely following at US$1.3 billion. Fellow LVMH brands Chandon and Veuve Clicquot list at third and fourth place.
While Changyu may be little known outside China, it was founded in 1892 with vines. Its rising brand value reflects growing numbers of affluent wine drinkers in China and rising exports to Europe and Australia.
But Moët nabs the title of the world’s most valuable Champagne and wine brand in Brand Finance’s inaugural ranking. “As one of the largest and oldest champagne producers in the world, the Moët & Chandon brand is instantly recognisable as a prestigious luxury item,” said the Brand Finance Alcoholic Drinks 2020 report.
Veuve Clicquot follows Chandon with a brand value of US$960 million, owner of prestigious labels including its vintage Champagne, La Grande Dame. Veuve Clicquot has called on Yayoi Kusama to help brand its new vintage, La Grande Dame 2012, with the artist drawing on her signature polka dot and floral motifs to add prestige and colour to the new wine.
Outside of wine, the Alcoholic Drinks 2020 report named Corona as the world’s most valuable beer brand, at US$8.1 billion, followed by Heineken at US$7.0 billion then Budweiser at US$6.4 billion.
World’s top alcoholic drinks brands could lose $33bn from COVID-19
Brand Finance has assessed the impact of COVID-19 based on the effect of the outbreak on enterprise value, compared to what it was on in January 2020. The report finds the world’s most valuable liquor brands could lose up to US$33 billion in value as a result of the COVID-19 pandemic.
Brand Finance says beer brands will be most heavily impacted, facing a potential 20% brand value loss, and spirits and wine brands are likely to be moderately impacted, facing a potential 10% brand value loss.
“On the one hand, the almost global lockdown and closures of bars and restaurants has resulted in the standstill of on-trade sales. Off-trade sales, however, in the supermarkets and bottle shops, have spiked as consumers shift towards consuming alcoholic drinks at home,” said Richard Haigh Managing Director, Brand Finance.
“It is yet to be seen whether this spike can offset the loss and therefore how brands will fare in the coming year.”